Core Viewpoint - The article discusses the regulatory guidelines issued by the Market Supervision Administration to major e-commerce platforms for the "Double 11" shopping festival, aiming to ensure compliance in promotional activities and protect consumer rights [2][3]. Group 1: Compliance Responsibilities - E-commerce platforms must strictly implement their responsibilities, ensuring the authenticity of operator information and compliance with relevant laws and regulations [2]. - Platforms are required to enhance algorithm compliance management and ensure that platform rules are transparent and fair [2]. Group 2: Promotion Behavior Regulations - The guidelines prohibit practices such as "choose one from two" and "big data killing familiarity," emphasizing the need for clear and transparent promotional rules [2][3]. - Key aspects of promotions, including conditions for use, return and exchange processes, and validity periods, must be clearly defined to enhance transparency [3]. Group 3: Pricing Behavior Regulations - E-commerce platforms must respect merchants' autonomy in pricing and are prohibited from imposing unreasonable restrictions or conditions through service agreements or technical means [3]. - Practices such as raising prices before offering discounts and false price comparisons are strictly forbidden [3]. Group 4: Live Marketing Regulations - Platforms must strengthen the review of operators' qualifications and product information, ensuring the quality of live-streamed products [3]. - The sale of counterfeit goods and misleading marketing practices is prohibited, and live content must accurately reflect the products being sold [3]. Group 5: Advertising Content Review - Platforms are responsible for the registration, review, and archival management of advertising, particularly in sensitive areas like medical beauty and pharmaceuticals [3]. - There is a focus on timely removal of illegal advertisements and regulation of celebrity endorsements [3]. Group 6: Consumer Dispute Resolution - E-commerce platforms must adhere to regulations regarding returns and warranty obligations, ensuring that consumers can exercise their rights effectively [3]. - A mechanism for quick response to consumer complaints should be established to facilitate efficient resolution of disputes and maintain a positive consumer environment [3].